Data-driven.
Delightfully
human.

I'm Jess Novak, a strategic content and audience development consultant with 13+ years across digital publishing, D2C, and B2B. I help companies figure out what to say, how to say it, and how to get the right people to hear it.

See selected work Get in touch

Jess Novak — Head of Content & Audience Development

What I do

◆Tone of voice & verbal identity◆Narrative strategy & content ecosystems◆Brand positioning & messaging architecture◆Search fluency (SEO, AEO, & GEO)◆AI toolkit (ChatGPT, Claude, Gemini, Lovable)◆Audience development (social, newsletter, search)◆Thought leadership◆Corporate communications◆Employer brand & internal launch narrative◆Team leadership & cross-functional collaboration◆Persona & journey mapping◆Editorial leadership

How I engage

Six shapes the work tends to take.

Most engagements blend at least two of these. Always sized to the moment.

Brand voice & verbal identity

Tone of voice, voice principles, vocabulary, and applied copy patterns — from voice-from-scratch for early-stage brands to voice systems for global enterprise.

Positioning & messaging architecture

Brand positioning, narrative strategy, messaging frameworks, and category creation, including naming and launch narratives for repositioned and newly combined companies.

Content strategy & web copy

Editorial strategy, content matrices, and persona-mapped website copy for brand sites, employer brand experiences, and long-form brand storytelling in print and digital.

Audience development: search, social & newsletter

SEO, AEO, and GEO strategy with the social, newsletter, and thought-leadership programs that compound around it for publishers, D2C brands, and B2B teams.

Embedded / fractional content leadership

Stepping in as an in-house or agency-side content & audience lead — running teams, editorial calendars, search programs, and executive comms end-to-end.

AI-assisted content & vibe-coded prototypes

Using ChatGPT, Claude, Gemini, and Lovable to accelerate research, ideation, editorial QA, and brand voice systems, as well as vibe-coding working sites, microsites, and prototypes (this portfolio included) so strategy ships as something you can actually click.

Selected clients & collaborators

EnerflexPrecision AQU.S. Chamber of CommerceHolland & HartLanganTDIFisher PhillipsPerficientAretéHighmark / AHNComma BrewingComplete SleepBumbleBustle Digital GroupGreatistClean PlatesThrillist

A recent engagement

Energy · B2B Brand · Content · Audience

Enerflex

“Tomorrow Starts Today” — content and audience for a global energy transition brand.

Enerflex is a global energy infrastructure leader powering the world's most critical energy systems. I've served as a strategic content and communications partner across the brand: messaging architecture and persona-mapped language for a new website, page-level content strategy and conversion-oriented web copy, competitive messaging analysis, executive and thought leadership content, and an ongoing organic social and internal content program that's compounding audience growth on the channels that matter most for B2B energy.

+75.14%

LinkedIn unique visitors YoY

+53%

LinkedIn engagement YoY

~+25%

engagement rate & time on site YoY

Selected projects

Data-driven.Delightfullyhuman.